If your business website is solely about making conversions, having a great landing page is key to making successful conversions. It's very important that it has all the basic information a customer will need, text optimised to be simple (depends on your customer) and a very prominent and simple contact form.
It's also very important your site has a good design and layout. A website is a face of a business and having an amateur look to your site can severely damage your brand. Making it hard to navigate can also lead to people just leaving the site because they can't find what they're looking for.
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